First – Understand the question
Keyword research provides direct insight into the minds of searchers and is an invaluable resource for business advertising.
A search for “Where to buy golf shoes” has a very obvious intent to purchase behind it. On the other hand, a search for “The best golf shoes” implies the searcher is in the earlier stage of research.
Next – Provide the answer
Someone researching the best golf shoe, will find little value in a website that just lists golf shoes for sale. The site must also satisfy the searcher’s request for golf shoe reviews.
But a website that provides a map to the nearest store can satisfy the people looking for a place to buy golf shoes. Even if they don’t sell shoes online.
What are your target’s action phrases?
Identify the terms that your target audience uses to find you and your competitors at purchase time. Build your ad campaigns and landing pages around these action phrases and get the attention of people ready to take action. It’s a simple and effective marketing strategy for most any type of business. But beware, the competition for some keywords can be fierce.